It is quite apparent that Social is a big driver for SEO strategies and the two work together well. It is also important to bear in mind that Adwords PPC traffic is separate from SEO with some level of influence if people are re searching and coming through organically.
Many clients that want one don’t tend to think to the extent of how all connect. For example ‘I want to be number one in search’ ‘I want to have more likes and followers’ or ‘I want to sell my products on Google’. The fact is, they all drive each other if a strategy is built right.
Understanding Search Behaviour
Understanding how your target audience is likely to search around the internet will help to you to understand where to spend the budget and what routes to take. The fact is, there is a likelihood that they are trawling around the internet using several channels before they come to you.
For example right from the stage of opening a laptop or using a mobile/tablet device. A user will have more than one tab open, one being potentially a social account the other a Google page to search. Let’s take the idea of a user searching for ‘red shoes’:
There are 2 potential routes of search:
- The user is on a social account, has looked at an Ad or an image in the feed of shoes or red shoes or something that instigates the search.
- The user is in Google directly with search intent, still in another social account or site in another tab.
If a user is intently looking for a product, they will search a few times, potentially clicking on a few shopping ads and even search on the browser of a social account for brands. Users will be looking for the best deal, so being competitive is a key conversion optimiser.
This will generally have a social driver to SEO and SEO driver for social, whenever the user may convert.
Where can PPC play a part to speed the conversion?
Between the search sessions of the user, how can your brand still make the impact? The user has clicked on to you from either route, so there is an element of interest that has already sparked. Considering the time on site and bounce rates gives you how long this interest maybe. Between the searches and between the channels, a reminder to the user will help speed up the decision.
Re-marketing also lets you target different people in the different cycles of their purchasing.
- General Ads for all people
- People have clicked on to your site but didn’t actually look at anything
- People who have shown interest in a specific product
- People who have selected a product and abandoned it at the cart/checkout
- People who have bought something before
A re-marketing tailored ad at these different searches will allow the ad to follow the user around the internet as a slight reminder. On average re-marketing allows you to get back 84% of tagged traffic and a 50% increase in the number of repeat visitors to a site (searchengineland.com).
Re-marketing can be applied to any campaign and people who have clicked on to your Ad have shown an interest. These lost clicks still have time to be conversions.
Therefore, with a strong SEO strategy, a social campaign will drive search, for example a product promotion on social that a user has clicked through, increasing the SEO traffic. The user has then clicked off to another site, where a re-marketing Ad will be shown to entice the customer back to the site.
Equally a user that has searched through Google and clicked through organically, has then gone on to a social channel and a re-marketing ad is shown to bring customers back to the initial page.
In conclusion, re-marketing aligns the search strategy from search to conversion.
If you have an interest in re-marketing your current PPC campaign or would like for us to audit your PPC campaign and build a connected strategy along with the rest of your digital channels, get in touch with the team today!👇 Like what you read? Share what we said! 👇